In Depth

Lenny Daniels Elevated to President, Turner Sports

Press release from Turner, July 9, 2014:

Lenny Daniels has been named president of Turner Sports, it was announced today by David Levy, president of Turner Broadcasting System, Inc. Previously, Daniels served as executive vice president and chief operating officer for Turner Sports, a role he assumed in 2009. Daniels is based in Atlanta and reports to Levy.

In his newly expanded role, which is effective immediately, Daniels oversees all aspects of Turner Sports’ day-to-day management including production, programming, scheduling, league relations, business development, ad sales, marketing, digital, talent, events and operations.

Since 2009, Daniels has worked closely with Levy on leading overall strategy for the division, including acquisitions, programming and expansion of the company’s sports media rights.   He was an integral part of Turner’s negotiations in 2012 with Major League Baseball to expand the company’s existing media rights partnership, as well as Turner’s negotiations in 2010 with the NCAA to secure a 14-year agreement for the Division I Men’s Basketball Championship.  In 2012, Daniels played a primary role in Turner’s acquisition of Bleacher Report, a leading digital and mobile multi-sport destination.

“Lenny is an outstanding executive and has played a key role in growing our portfolio of premium sports content,” said Levy.  “His creativity and long track record of content and production innovation, as well as his ability to develop and lead an extraordinary team have made a positive impact on Turner Sports.”

In 2014, Daniels was widely credited with the development of ‘teamcast’ for Turner’s presentation of the 2014 NCAA Tournament National Semifinal games on TBS, TNT and truTV.    In addition to TBS airing the traditional Final Four National Semifinal game telecasts, Turner Sports, along with its partner CBS Sports, introduced team-specific presentations tailored to the individual school’s competing in both games, which aired simultaneously on TNT and truTV. The innovative ‘teamcast’ concept – under the banner “Your Team, Your Way” – presented the game with unprecedented local flavor, including comprehensive team and player storylines, custom music, graphics and show packaging, additional cameras and team-specific replays, and custom halftimes with school features.

Levy added: “Lenny has a keen understanding of how consumers and advertisers are interacting with our brands and content across multiple platforms. In his newly expanded role, he will also help further develop Turner's data infrastructure and business capabilities to grow revenue and consumer insights across all of the brands within our portfolio.”

In 2005, Daniels was elevated to senior vice president of Turner Sports Production and New Media.  In this role, he was responsible for day-to-day operations of the division’s new media initiatives, the Creative Services Sports Unit and remote and production management.  During this time, Daniels played an instrumental role in the development of new digital partnerships with sports leagues, resulting in Turner’s management of PGA.com and PGATour.com, as well as creating a content and advertising partnership with Yahoo Sports.

Earlier in his tenure, Daniels served as vice president and senior director for Turner Sports’ coverage of the NBA and professional golf on TNT and college football and Atlanta Braves on TBS.  Additionally, he was senior director for the NFL on TNT, NBA All-Star Weekend and Wimbledon, as well as director of Goodwill Games telecasts. Daniels began his career at Turner Broadcasting in 1996 as a Director and rose through successive sports production leadership roles.

Prior to joining Turner Sports, Daniels served as director for ESPN’s SportsCenter and NFL Primetime from 1992-1995.   He began his sports television career at NBC Sports, where he served five years in various roles, including electronic graphics operator, production assistant, technical director and associate director.  While at NBC, Daniels worked on Major League Baseball, the NFL and the 1988 and 1992 Olympic Games coverage.  He served as a director for the 2000 and 2002 Olympic Games coverage.  Prior to NBC, Daniels freelanced for the NCAA and local news and sports affiliates in Miami, Fla.